AG2R Citroën Team has done what few people imagined was possible. No, they haven't suddenly gained the upper hand on Jumbo Visma, but they have re-introduced denim shorts to the pro peloton.
The team's riders were snapped wearing the Rosti denim shorts - blue, with a grey hue - during their recon rides for Strade Bianche in recent days. And while the idea is that the shorts will be worn on a once-off basis in today's race in Italy, they've already created such a blizzard of publicity the team may find it's onto a winner - for all its sponsors.
During his time in the bunch, Stephen Roche was among the vanguard of fashion icons.... OK, he wasn't. But he was a member of the Carrera team that first wore denim shorts racing back in the 1990s. They were introduced by the team - sponsored by Carrera jeans - during the 1991 campaign. And when Roche rejoined the team the following year the first thing he did was slip into the distinctive item of kit.
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Looking back on it now, he says it was a pivotal moment for cycling style and marketing in the sport, though wearing the denim shorts wasn't always straightforward.
"They were one of the best selling pieces of kit back then, they sold hundreds thousands of pairs" Roche told stickybottle. "The idea at the time was amazing, it was very original back then to do something like that when it was really mostly black shorts. Of course, we got all kinds of comments wearing them because of the pockets and the zip on the front for having a pee, but obviously it was only printed on."
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Roche continued: "I was wearing black and white for years; black shorts, white socks, black shoes mostly. So when these shorts came along, they were really revolutionary. And to combine the shorts, which created a lot of publicity for the team and the sponsors, with the Carrera jeans product; it was ingenious.
"I think it was like that time in tennis, at Roland Garros or wherever it was, that the professional players stopped wearing white and got out the Nike black, green or red shorts. In cycling there were some other colour shorts, but they were very basic and the denim was something completely different, a completely new idea at the time.
"And then that Carrera sponsorship lasted a long time and I've no doubt that was linked to returns Carrera got because of the shorts. Nobody had to give any description, no explaining, what the sponsor did; they did jeans and we were wearing them."
AG2R Citroën Team has been wearing brown shorts in recent years. However, it's clothing partner, Rosti, in recent months launched real denim cycling shorts onto the market. And now the decision has been taken for the team's riders to wear denim-print shorts in Strade Bianche, as a marketing tool similar to Carrera jeans back in the day.
"Change is not bad either," Roche said of the team's decision to spice things up. "We have to keep the sport modern, keep it young and developing and innovating, otherwise we won't get into the hearts of the new generation. And I think things that have happened recently, like all the rider data being available; that kind of thing can help draw in a new audience, younger people.
"Cycling got boring for a while. And I think the clothing can help make sure that doesn't happen. These (AG2R Citroën Team) shorts look very cool. Whether they maintain it after Strade Bianche I don't know. I saw someone from the team saying 'don't worry, we'll soon be back our brown shorts'. But it's created such a buzz, why change back? It's as if they are almost apologising, 'sorry guys we didn't mean to do it'. But I think they look great."
